Well-being Material Library

Assoc. Prof. Dr. Apichat Praditsmanont attended the launch of the Travel Tech Startup 2024 contest

Neuromarketing and Facial Emotion Detection

We looked at neuromarketing in our last post (read it here: https://bit.ly/40LGLjL). Beyond methods like eye tracking and galvanic skin response (GSR), there are other fascinating technologies such as facial emotion detection.Facial emotion detection is another effective method for understanding customer emotions on a deeper level—emotions that may not be expressed through words or surveys. Key techniques for detecting emotions from facial expressions include:Analyzing Facial Action Units (AUs)The Facial Action Coding System (FACS) categorizes facial movements into "Action Units", which correspond to specific muscle movements, such as raising the eyebrows (AU1) or squinting (AU7). These movements help interpret emotions with greater precision. Frowning may indicate confusion, for example, while smiling and cheek-raising suggest happiness.Using Artificial Intelligence (AI)Advancements in AI, particularly Convolutional Neural Networks (CNNs), have enhanced the accuracy of emotion detection. CNNs are trained on diverse datasets of facial expressions, capturing complex and nuanced emotions. This technology can recognize emotions even under varying lighting conditions and across different cultural contexts.Applications of Facial Emotion Detection in Neuromarketing. Here are some primary ways this technology is applied in neuromarketing:- Evaluating Event Emotions: Facial emotion detection is a valuable tool for monitoring audience emotions during events, providing real-time insights into satisfaction and engagement levels. This data is especially useful for large-scale events where individual surveys are impractical.- Ad Response and Optimization: During ad testing, businesses can use facial emotion detection to analyze emotional responses to new campaigns. Positive emotions like joy and surprise—or lack of interest—can inform adjustments to improve engagement and reduce negative reactions.- Designing Attractive Products: When launching new packaging or features, emotion detection helps gauge initial emotional responses. Adjustments to design, color, or messaging can be made to align with target customer preferences, enhancing product appeal.- Measuring Interest and Optimizing Retail Layouts: Understanding customers’ facial expressions in stores can create a more positive shopping experience. Emotion data can reveal areas of interest or confusion, enabling better layout adjustments.Challenges and Ethical Considerations: While emotion detection is powerful, it has privacy limitations. Using sensitive personal data requires explicit user consent and transparency to build trust. Additionally, cultural differences in emotional expressions and technical factors like lighting, camera quality, and facial obstructions can affect accuracy.Transforming Neuromarketing: In a world where emotions drive most decisions, facial emotion detection is revolutionizing neuromarketing. It helps businesses understand consumer feelings and refine marketing strategies to resonate with diverse audience segments more effectively.Want to know more about neuromarketing? Get in touch now with RISC:Facebook: https://www.facebook.com/riscwellbeing  ​LINE Official: risc_center-------------------------------------------------------Story by Sittha Preedapirat, Senior Researcher, Brain Computer Interface, Happiness Science Hub, RISC